Claudia Cameron for The Drum: Insights Into TikTok's Co-Creation Culture

Brands may be used to creating original content, but when it comes to TikTok, that’s not necessarily what makes the audience tick. Over at The Drum, our Head of Social, Amsterdam Claudia Cameron explains why TikTok’s co-creation culture calls for a different approach—one where remixing and reimagining videos created by other members of the community is as important as creating something unique. 🌟

“Brands should focus on embracing this co-creation culture instead of disrupting it with content that doesn’t fit the platform,” she says. “The key is to not only think about what TikTok’s users can give you, but instead focus on what you can give them—and they will reward you for it.”

Read the full article here.